Abstract:
1. Introduction
Minimalism is emerging as a significant global trend, offering a fresh
perspective on consumption, including clothing consumption, and it is also
an emerging movement in Sri Lanka. Minimalistic clothing consumption
helps preserve precious resources, reduce waste, and lower carbon
emissions, all of which significantly benefit the environment and human
well-being. Despite the clear benefits and growing interest in minimalistic
clothing consumption, the fashion industry in Sri Lanka has yet to fully
capitalize on this niche market, highlighting a significant opportunity for
sustainable fashion initiatives. Therefore, this study aims to investigate the
antecedents of minimalistic clothing consumption among millennials in the
Colombo district.
2. Research Methodology
Based on the Extended Theory of Planned Behaviour (TPB), Self-
Determination Theory (SDT), and prior literature, a conceptual framework
is proposed. Environmental concern, resource sharing, normative
influence, voluntary simplicity, and modern aesthetics are identified as
independent variables, while minimalistic clothing consumption is
identified as the dependent variable. Following the positivist research
philosophy and deductive approach, a sample of 384 millennial consumers
practicing minimalistic clothing consumption was selected using purposive
sampling to collect data via a structured questionnaire survey. Multiple
regression analysis was employed to test the hypotheses.
3. Findings and Discussion
The findings indicate that all variables positively impact minimalistic
clothing consumption, with voluntary simplicity having the most significant
impact, followed by normative influence, modern aesthetics, resource
sharing, and environmental concern, in successive order of impact.
4. Conclusion and Implications
The findings of this study offer innovative brands a unique opportunity to
pioneer sustainable fashion for conscious consumers. They provide
valuable insights for apparel manufacturers, rental businesses, fashion
designers, and government organizations to reduce the environmental
impact of clothing consumption and promote sustainable practices by
developing effective promotional strategies.
